Introductory Concepts

Rewriting the Definition of Marketing

Is it time for a new definition of marketing? In this activity, students review and assess the American Marketing Association’s official definition of marketing. They will consider what this definition does well and where it could improve, and then propose a revised definition of marketing. A great exercise for clarifying what marketing is and does.

Rewriting the Definition of Marketing Review the Teaching Activity

Creative Communication and Sales and Promotion Orientation

This activity examines the Crocker Bank “We’ve Only Just Begun” campaign from the 1970s. It is considered a TV advertising CLASSIC and was a breakthrough in understanding of powerfully tapping into customer emotions. BUT… the campaign did not align with the bank’s strategy, highlighting one of the challenges of being a marketer is the sales and promotion era. Also a great activity to discuss emotions and storytelling.

Creative Communication and Sales and Promotion Orientation Review the Teaching Activity

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